Fichas
Ch6
Fichas del conjunto (48)
- 1Social EmulationThe idea where whenever individuals buy cultural products conspicuously, they do it in order to imitate their superiors
- 2Recommender/Recommendation SystemA subclass of info filtering systems that seek to predict the rating/preference that users would give to an item
- 3Study of Consumer BehaviorAttempts to predict/explain what consumers purchase & where, when, how much & why they buy
- 4Consumer Behavior ModelsAttempt to predict/explain wide range of consumer behaviors or decisions
- 5Consumer behavior models are based on-Background demographic factors
-Marketing stimuli
-Social network factors
-Community factors - 65 Stages in Consumer Decision Process1. Awareness of need
2. Search for more info
3. Evaluation of alternatives
4. Actual purchase decision
5. Post-purchase contact w/firm - 7General online behavior model includes- Website features (delay, usability & security)
- Consumer skills regarding online purchasing
- Product characteristics (description, ability to be shipped)
- Attitudes toward online purchasing
- Perceptions about control over web environment - 8Clickstream BehaviorRefers to the transaction log that consumers establish as they move about the web from search engine to websites to pages to the decision to buy
- 92 Most important factors shaping decision to purchase online1. Utility (better prices, convenience & speed)
2. Trust - 10Factors that affect trust when it comes to purchasing online- perception of credibility
- ease of use
- perceived risk - 11Internet Marketing vs. Traditional- More personalized
- More participatory
- More P2P
- More communal - 12Multi-Channel Marketing Plan1. Website
2. Traditional online marketing (search engine, display, email, affiliate)
3. Social marketing (social networks, blogs, video games)
4. Mobile marketing (mobile/tablet sides, apps)
5. Offline marketing (TV, radio, newspapers) - 13Website functions to1. Establish brand identity & customer expectations
2. Informing & educating customer
3. Shaping customer's experience
4. Anchoring the brand online using various marketing messages (via email, web, social media) - 14Online Advertising Forms- display (banners, videos)
- search engine marketing
- mobile messaging
- sponsorships
- classifieds
- lead generation
- email
- affiliate marketing
- viral marketing - 15Online Advertising Advantages1. 18-34 audience is online
2. Ad targeting
3. Price discrimination
4. Personalization - 16Traditional Online Marketing & Advertising Tools- Search engines
- Display ad
- Email
- Affiliate marketing
- Viral marketing
- Lead generation marketing
- Social marketing & advertising
- Mobile marketing & advertising
- Local marketing & advertising - 17Benefits of Email Marketing1. Inexpensive
2. Average more than 7% click-throughs for in-house lists
3. Measuring & tracking responses
4. Personalization of message & offers - 18Challenges of Email Marketing1. Users hate spam
2. Anti-spam SW prevent spam email from getting thru
3. Poorly targeted purchased email lists - 19Affiliate MarketingCommission fee paid to other websites for sending customer to their website
- 20Viral MarketingMarketing designed to inspire customers to pass msgs to others
- 21Lead Generation MarketingService tools for collecting, managing & converting leads into purchases
- 22Social Marketing & AdvertisingUse of social networks to build brands & drive revenue
- 234 Features drive the growth of social marketing1. Social sign-on (FB & twitter links ti login to site)
2. Collaborative shopping (friends chat online about products)
3. Network notification (consumers share their approval/disapproval of products)
4. Social search (recommendations/advice from friends & family) - 24Blog MarketingReaching business prospects thru use of blogs
- 25Game MarketingUsed for branding & driving customers to purchase at restaurants & retail stores
- 26Mobile App MarketingUsing app store optimization to create an app store listing that draws new users in & makes your app findable
- 27Local Marketing & AdvertisingGeared to user's geographic location
- 28Most common local marketing tools1. Geo-targeting w/Google Maps
2. Hyperlocal display ads - 29Other online marketing strategies1. Customer retention
2. Pricing
3. The long tail - 30Customer retention strategies1. Personalization & 1-1 marketing (Retargeting + Behavioral targeting)
2. Customization
3. Customer co-production
4. Customer service - 31RetargetingShowing same ads across multiple websites
- 32Behavioral targetingUses data from search engine queries, clickstream history, social networks & integration of offline personal data to target customers
- 33CustomizationChanging the product, not just the msg, based on the user's preference
- 34The Long TailA graph showing popularity ranking
- 35Internet's Main Impacts on Marketing1. Increase in scope of marketing communications
2. Increase in the richness of marketing communications
3. Expand info intensity of marketplace
4. Always on-mobile environment expands marketing opportunities - 36Search Engine MarketingUse of search engines for branding
- 37Search Engine AdvertisingUse of search engines to support direct sales
- 38Types of search engine advertising1. Sponsored links/paid inclusion
2. Keyword advertising
3. Network keyword advertising - 39Sponsored links/paid inclusionA paid ad in the form of a hypertext link that shows up on search results page
- 40Keyword advertisingPurchase keywords by bidding at search sites
- 41Network keyword advertisingPublisher accepts ads placed on its site & receive a fee for any click-throughs from the ad
- 42Search Engine OptimizationProcess of improving rankings of webpages w/search engines
- 43Social SearchUtilizes social graph (Friend's recommendations, past web visits, FB likes, Google+ 1's) to provide fewer & more relevant results
- 44Search Engine Issues1. Paid inclusion
2. Link farms
3. Content farms
4. Click fraud - 45Types of Tracking Files1. Cookies
2. Flash cookies
3. Web beacons (bugs) - 46CookiesSmall text files placed by websites for understanding & identifying customers
- 47Flash CookiesNew way of tracing user's movement on the internet & storing their info
- 48Web Beacons (bugs)Use Adobe Flash to keep track of user's navigation thru websites
Información
- Descripción
- Fichas sobre Ch6, creado por Dee . el 18/12/2018.
- Creado por
- Dee .
- Visitas
- 0
- Valoración